PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO

Abstract

This research is meant to find out the influence of product, price, and brand image both simultaneous and partial
to the purchasing decision of Honda Vario at MPM Motor Sidoarjo. The sample collection technique has been
done by using accidental sampling in which the sample collection is carried out by selecting the respondent who
accidentally meets the researcher can be selected as sample, if the respondent is considered to be suitable as the
data resources. The population of this research is using all the customers of Honda Vario which are located at
MPM Motor Sidoarjo and the samples are 100 respondents. Meanwhile, the data analysis technique has been
done by using multiple linear regressions method. The result of test shows that simultaneously product quality,
price and brand image variables have positive and significant influence to the purchasing decision of Honda
Vario at MPM Motor Sidoarjo. Meanwhile, based on the partial coefficient determination value of product
quality variable has dominant influence to the customer decision. It occurs because Honda Vario has attractive
product appearance, fuel efficiency and long durability product so these indicators are the criteria which affect
the customers to make a purchasing decision on Honda Vario.

Keywords: Product Quality, Price, Brand Image and Purchasing Decision.